We needed a campaign that would show consumers how easy it was to make changes to their lifestyle that would help the environment and empower them to actually make these changes every day.
We created Earth Hour, a campaign that started with a symbolic event where a whole city switched off its lights for an hour.

Context

WWF-Australia and Leo Burnett have been working together for 3 years to encourage greater consumer participation and recognition of climate change. Global warming became a huge media agenda item in 2006 and consequently public awareness about the issue grew. While concern about the issue increased, most people still believe that the problem is an insurmountable one too big for them alone too solve . We needed a campaign that would educate consumers about the small changes they can make that would make a difference. Most of our competitors use scare tactics to encourage action, WWF wanted to use positive messaging to empower the public.

Philosophy/Solution

Our goal was to achieve a 5% reduction in energy consumption in the CBD by the end of 2007 and to gain broad consumer awareness of and participation in Earth Hour by giving them ownership of the cause at an individual and community level.

Results

Energy consumption in the CBD was reduced by 10.2% (goal of 5%) the equivalent of taking 48,000 cars off the road. We achieved over 97% awareness amongst Sydney-siders and over 57% took part in some form. 2.2 million people switched off their lights and over 2000 corporates took part in the event.
The event was so successful that in 2008 it will take place nationally and in several other cities around the world